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All Journal Transformasi Manageria: Journal of Islamic Education Management
Gilbert Billy Rivaldo Matahurila
Universitas 17 Agustus 1945 Surabaya
Religion Decision Sciences, Operations Research & Management Education Social Sciences Other

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Pengaruh Instagram Ads Terhadap Purchase Intention dada Generasi Milenial (Point Coffee) dengan Brand Awareness dan Brand Image Sebagai Variabel Intervening Gilbert Billy Rivaldo Matahurila; Siti Mujanah; Achmad Yanu Alif Fianto
Transformasi Manageria:   Journal of Islamic Education Management Vol 4 No 1 (2024): Transformasi Manageria: Journal of Islamic Education Management (inPress)
Publisher : PKP Fakultas Syariah LPPM IAI Nasional Laa Roiba

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/manageria.v4i1.6799

Abstract

The research aims to assess the effectiveness of Instagram advertising in enhancing brand awareness and image, as well as its influence on purchasing interest. The study targets the millennial demographic in Sidoarjo Regency and its vicinity, aged between 18 to 35 years, selected through a non-probability sampling method. Structural Equation Modeling (SEM) with SmartPLS is employed as the analytical approach. Findings indicate that Instagram advertising positively impacts brand awareness and image. However, brand awareness and image do not influence purchasing interest. Moreover, a direct correlation exists between Instagram advertising and purchase intention, while brand awareness and image do not serve as mediators in this association.
Co-Authors Achmad Yanu Alif Fianto Siti Mujanah